Shoutout Digital · Strategist Playbook Internal · 2026
The shared playbook

Team Workflow
Alignment

How COMs, AMs, Strategists & Dianne work together — one rhythm, clear ownership, no assumptions.

COMs  Client owners AMs  Client-facing Strategists  Content Dianne  Paid ads
01 · Foundations

The three core functions

C
COMs
Lighthearted team reaction GIF for COMs
Client owners — internal

Keep the work moving from the inside. Track delivery, blockers, and same-day posting accuracy.

A
AMs
Lighthearted fast-moving GIF for AMs
Client-facing — external

The only voice the client hears — over WhatsApp. Carry the relationship and feed strategy back to the team.

S
Strategists + Dianne
Lighthearted team dance GIF for Strategists and Dianne
Content production

Make the work. Strategists own organic; Dianne owns paid ads, end to end.

02 · Structure

The 3-on-3 pod structure

COM and AM are paired — they own the client relationship together.

Pod A
Queney's clients
Ka
Karizza
COM
Qu
Queney
AM
Pod B
Lianna's clients
Ka
Karla
COM
Li
Lianna
AM
Pod C
Ann's clients
Ti
Tiffany
COM
An
Ann
AM
Across all pods Strategists + Dianne support every client, shared and easy to loop in.
02 · Team map

Org chart

A quick visual of who sits where, so the workflow feels easier to follow before we get into ownership and handoffs.

Pods Shared resources Clear handoffs
Team org chart showing pod structure and shared team resources
03 · Ownership

What each role owns

C
COM
Relationship owner
  • Manages operations
  • Cross-checks links, accounts, captions and posting status
  • Checks by EOD that posts went live correctly
A
AM
Only client contact
  • Sole client contact — WhatsApp
  • Feeds strategy input
  • Knows the client best
S
Strategist
Full content pipeline
  • 3-month strategy through publishing
  • Owns organic content
  • Tracks performance
D
Dianne
Paid ads specialist
  • Paid ads strategy
  • Owns the Meta Ads Tracker
  • Paid ads insights for EOM reports
04 · Gentle clarity

Role goals

Not KPIs. Just clear, shared expectations so everyone can do good work with less guessing.

COMs
  • Keep delivery moving and blockers visible.
  • Check same-day posts by EOD.
  • Send short client EOM summaries.
AMs
  • Bring client context into strategy.
  • Get strategy approval from clients.
  • Own EOM reports and client updates.
Strategists
  • Create the 3-month strategy.
  • Brief creatives clearly.
  • Review output and learn from performance.
Dianne
  • Own paid ads direction.
  • Keep tracker and performance clear.
  • Share inputs for strategy and EOM reports.
The monthly workflow
01
Week one

Planning & audit

Audit the client, gather team inputs, then get the strategy approved before production starts.

BriefTrackerPersonas
01Strategist audits channels and drafts the 3-month strategy
02AMs + COMs add client context, priorities and blockers
03Dianne shares previous performance and what to keep or avoid
04Strategist finalizes strategy, personas and content direction
05AM sends the strategy to the client for approval
The monthly workflow
02
Week two

Content creation

Turn the approved plan into task cards, creative briefs, visuals, videos and posts.

AnglesDesignReview
01Strategist creates task cards for creatives
02Strategist briefs creatives during alignment meeting
03Designers + video editors create visuals and videos
04Strategist reviews creative work and checks AHPRA
05COM cross-checks client accounts by EOD after posts go live
06AM available for client questions
The monthly workflow
03
Week three

Scheduling & publishing

ScheduleAdsLive
SLA
May be automated moving forward.
COM still checks live posts by EOD.
01Strategist schedules organic posts
02Dianne schedules paid ads
03COM checks posts by EOD: correct account, links and publish status
The monthly workflow
04
Week four

Performance & feedback

Build the EOM report, review it together, send it to the client and use it for next month's direction.

DataClientNext angles
01Dianne shares monthly paid performance and insights
02Strategist shares organic performance and learnings
03AM creates the EOM report
04COM reviews the report before it is sent
05AM sends report to client and gathers feedback
06Report insights guide next month's angles
04 · Cadence

Communication flow

Daily
  • COM ↔ AM — brief updates
  • Strategist ↔ creatives — feedback
  • Strategist ↔ Dianne — trend sync
Weekly
  • Pod meetings — 30 minutes
  • All-hands — on performance
Monthly
  • COM EOM summary — done, left to do, blockers, wins
  • Template + prompt — no manual heavy lift
Client comms Only AMs contact clients via WhatsApp. Charlie & Ani run the monthly client meeting on Zoom.
05 · The point

What we're solving for

01 Delayed posts Clear SLAs · COM owns follow-up
02 Low ad diversity 100+ creative bank · persona-driven angles · monthly feedback loop
03 Unclear accountability Clear ownership per role
06 · How we operate

Key principles

01COM & AM are a pair — they own the client together
02Strategist owns the full content pipeline
03Dianne's data drives next month's strategy
04Communication is synchronous and clear
05No assumptions — escalate blockers to the COM
07 · The bar

What success looks like

✓Posts publish on schedule — zero delays
✓Diverse ad angles — 10+ per service
✓We test new angles based on data
✓Client feedback loops quickly
✓Clear handoffs, clear accountability
✓Each role knows their job
08 · The ask

Your role in this

C
COM

Keep the client happy. Own delivery. Escalate blockers. Review before publish.

A
AM

Know the client. Input on strategy. Answer fast — over WhatsApp.

S
Strategist

Own content. Make it great. Publish. Learn from performance.

D
Dianne

Own ads. Share data. Guide the next cycle.